Trade Secrets: Daks

Client: Daks

Design: Amalgam

Shopfitter: RPA

A close working relationship between Mark Simpson and Peter Southgate, design director of Daks, was the basis for the successful completion of the ubiquitous British fashion label’s recent new home. From its historic stronghold of Simpsons on London’s Piccadilly to its new combined headquarters and two-storey flagship retail site on Old Bond Street, Amalgam was joined by RPA of Bradford for the 1800m2 project, completed on-site in 13 weeks.

The project was structured into a two-stage tender, with the second stage design development costs being negotiated during a rolling programme of information production. The resulting interior, a clear response to Southgate’s love of classic modernism, has produced a space of clean lines and simple geometry. A palette of luxury materials such as limestone, stainless steel and leather are all set off by a unique commissioned translucent screen print by Michelle Oberdieck.

So, what are the specialist skills the shopfitter brought to the project? ‘A pride in their work, experience and attention to detail,’ explains Simpson. ‘Alongside the ability to get finishes right first time. I regard the key strengths of shopfitting are found at the set-out stage, the time when exact site measurements meet the design intention. The traditional production of large-scale rods for approval hasn’t changed even with computer aided design production. It is this skill, this accuracy combined with an adventurous nature which I admire,’ he adds.